Communication Mix

Advertising: Any paid form of non personal presentation and

promotion of ideas, goods and services by an identified
sponsor.
Direct Marketing: Use of mail, telephone and other non personal
contact tools to communicate with customers.
Sales Promotion: Short term incentives to encourage trial or
purchase of product.
Publicity/PR: variety of programs designed to promote/protect
company's or its product’s image.
Personal Selling: Face to face interaction with one or more
prospective purchasers.
 Nature of Communication tools
Advertising: It has following qualities-
• Public presentation
• Pervasiveness
• Amplified Expressiveness
• Impersonality
Sales Promotion: It has following qualities-
• Communication
• Incentive
• Invitation
 Nature of Communication tools
Direct Marketing: : It has following qualities-
Non public Customized Up to date

Public Relation/Publicity: : It has following qualities-

High credibilityOff guard Dramatization

Personal Selling: : It has following qualities-

• Personal confrontation
• Cultivation
• Response
The Need for Integrated Marketing
Communications

With Integrated Marketing

Communications (IMC), the Company
Carefully Integrates and Coordinates Its
Many Communications Channels to
Deliver a Clear, Consistent, and
Compelling Message About the
Organization and Its Products.
Integrated Marketing Communications
Setting the Overall Communication Mix

Reaches
Reaches Many
Many Buyers,
Buyers, Repeats
Repeats
Advertising
Advertising Message
Message Many
Many Times,
Times,
Impersonal,
Impersonal, Expensive
Expensive
Personal Personal
Personal Interaction,
Interaction,
Personal Relationship
Relationship Building,
Building, Most
Most
Selling
Selling Expensive
Expensive Promo
Promo Tool
Tool
Sales Wide
Wide Assortment
Assortment of of Tools,
Tools,
Sales Rewards
Rewards Quick
Quick Response,
Response,
Promotion
Promotion Efforts
Efforts Short-Lived
Short-Lived
Public Very
Very Believable,
Believable, Dramatize
Dramatize aa
Public Company
Company or or Product,
Product,
Relations
Relations Underutilized
Underutilized
Direct
Direct Nonpublic,
Nonpublic, Immediate,
Immediate,
Marketing
Marketing Customized,
Customized, Interactive
Interactive
Push versus Pull Promotion Strategy
 Functions of advertising
• To announce a new product/ service
• To expand the market to new buyers
• To announce product modifications
• To announce price change
• To make a special offer
• To invite enquiries
• To educate customers
• To maintain and increase sales
• To challenge competition
• To act as reminder
• To retrieve lost sales
What is Sales Promotion?

Sales Promotion Offers Short-

Term Incentives to Encourage
Purchase or Sales of a Product
or Service.
Offers Reasons to Buy NOW.
Major Consumer Sales Promotion
Tools
 Major Consumer Sales Promotion
Tools
Cash
Cash or or Other
Other Award
Award Offered
Offered
Patronage
Patronage Rewards
Rewards for
for Regular
Regular UseUse ofof aa Product
Product
Displays
Displays or or Demonstrations
Demonstrations at at
Point-of-Purchase
Point-of-Purchase the
the Point
Point of
of Purchase
Purchase
Consumers
Consumers SubmitSubmit an an Entry
Entry to
to
Contest
Contest be
be Judged
Judged
for
for Consumers
Consumers SubmitSubmit Their
Their
Sweepstakes
Sweepstakes Names
Names aa Drawing
Drawing
Consumers
Consumers Receive
Receive Something
Something
Games
Games Each
Each Time
Time They
They Buy
Buy Which
Which May
May
Help
Help Them
Them WinWin aa Prize
Prize
 Major Trade Sales Promotion Tools

Trade-Promotion
Objectives
Persuade
Persuade Retailers
Retailers or
or
Wholesalers
Wholesalers to
to Carry
Carry aa Brand
Brand
Give
Give aa Brand
Brand Shelf
Shelf Space
Space
Promote
Promote aa Brand
Brand in
in
Advertising
Advertising Free
Free Goods
Goods
Push
Push aa Brand
Brand to
to Consumers
Consumers Push
Push Money
Money
Specialty
Specialty Ad
Ad Items
Items
 Major Business Sales Promotion
Tools

Business- Business-Promotion
Promotion Tools
Objectives
Generate
Generate Business
Business Leads
Leads Conventions
Conventions
Stimulate
Stimulate Purchases
Purchases Trade
Trade Shows
Shows
Reward
Reward Customers
Customers Sales
Sales Contests
Contests
Motivate
Motivate Salespeople
Salespeople
 Sales Promotion Objectives

• Consumer Promotions: increase short-term sales or

help build long-term market share.
• Trade Promotions: get retailers to:
– carry new items and more inventory,
– advertise products,
– give products more shelf space, and
– buy product ahead.
• Sales Force: getting more sales support.
• In general, sales promotion should focus on
consumer relationship building.
 What is Public Relations?

Public Relations Involves Building

Good Relations With the
Company’s Various Publics by
Obtaining Favorable Publicity,
Building Up a Good Corporate
Image, and Handling or Heading
Off Unfavorable Rumors, Stories,
and Events.
 Public Relations

• Marketing Public Relations (MPR)

– MPR assists in the following tasks:
• Assisting in the launch of new products
• Assisting in repositioning a mature product
• Building interest in a product category
• Influencing specific target groups
• Defending products that have
encountered public problems
• Building the corporate image in a way
that reflects favorably on its products
 Public Relations
• Major Decisions in Marketing PR
Publications: Companies rely extensively on published materials to
Table 20.6:
reach and influence their Major Tools inThese
target markets. Marketing
includePR
annual reports,
brochures, articles, company newsletters and magazines, and
audiovisual materials.
Events: Companies can draw attention to new products or other
company activities by arranging special events like news conferences,
seminars, outings, trade shows, exhibits, contests and competitions,
and anniversaries that will reach the target publics.
Sponsorships: Companies can promote their brands and corporate
name by sponsoring sport and cultural events and highly regarded
causes.
News: One of the major tasks of PR professionals is to find or create
favorable news about the company, its products, and its people, and
get the media to accept press releases and attend press conferences.
 Major Public Relations Tools

News
Web Site Speeche
s
Public Special
Service Events
Activities
Corporate Written
Identity Materials
Materials Audiovisual
Materials
Major Steps in Sales Force Management
 Steps in the Selling Process

Salesperson
Salesperson Identifies
Identifies
Prospecting
Prospecting Qualified
Qualified Potential
Potential Customers.
Customers.
Process
Process of
of Identifying
Identifying Good
Good
Qualifying
Qualifying Prospects
Prospects and
and Screening
Screening Out
Out Poor
Poor
Ones.
Ones.
Salesperson
Salesperson Learns
Learns About
About aa
Pre
Pre approach
approach Prospective
Prospective Customer
Customer Before
Before
Making
Making aa Sales
Sales Call.
Call.
Salesperson
Salesperson Meets
Meets the
the Buyer
Buyer andand
Approach
Approach Gets
Gets the
the Relationship
Relationship Off
Off to
to aa Good
Good
Start.
Start.
 Steps in the Selling Process

Salesperson
Salesperson Tells
Tells the
the Product
Product
“Story”
“Story” to
to the
the Buyer
Buyer Showing
Showing
Presentation
Presentation How
How the
the Product
Product Solves
Solves
Salesperson Seeks
Seeks Out,
Problems.
Salesperson
Problems. Out,
Handling
Handling Clarifies,
Clarifies, and
and Overcomes
Overcomes
Objections
Objections Customer
Customer Objections
Objections toto
Buying.
Buying.
Salesperson
Salesperson AsksAsks the
the
Closing
Closing Customer
Customer for for an
an Order.
Order.
Occurs
Occurs After
After the
the Sale
Sale and
and
Follow-Up
Follow-Up Ensures
Ensures Customer
Customer Satisfaction
Satisfaction
and
and Repeat
Repeat Business.
Business.
 Mass Marketing and Direct
Marketing

Most Mass
Marketing Involves
One-Way
Communications
Aimed At
Consumers.
Direct Marketing
Involves Two-Way
Interactions With
Customers.
 Benefits and Growth of Direct
Marketing
• Benefits to Sellers
• Benefits to Buyers – Consumer relationship
building
– Convenient
– Reduces costs
– Easy to use
– Increases speed and
– Private
efficiency
– Product access and
– Provides flexibility
selection
– Global medium
– Abundance of
information
– Immediate
– Interactive
Customer Databases and Marketing
• Customer Databases are
an Organized Collection of
Comprehensive Data
About Individual
Customers or Prospects.
• Allows companies to offer
fine-tuned marketing
offers and communications
to customers.
Forms of Direct Marketing
 Forms of Direct Marketing

• Telephone Marketing • Direct-Mail Marketing

– Outbound telephone – High target-market
marketing sells directly selectivity.
to customers. – Personalized & flexible.
– Inbound numbers – Allows easy
measurement of results.
provide a toll-free
number to receive – Fax mail, e-mail, voice
orders. mail are now popular
 Forms of Direct Marketing

• Catalog Marketing • Direct-Response TV Marketing

– Printed, selling multiple – Direct-response advertising –
products, offering direct marketers air TV spots or
ordering mechanism. infomercials.
– Printed catalogs remain – Home shopping channels – entire
programs or channels dedicated to
the primary medium,
selling goods and services.
but many are now
electronic. • Kiosk Marketing
– Placing information and ordering
machines at various locations.